Levi’s has launched its new campaign, "REIIMAGINE," featuring global icon Beyoncé. Following the release of her track “Levii’s Jeans” from the album Cowboy Carter, the campaign reinterprets classic Levi’s looks through Beyoncé’s lens, celebrating the brand’s legacy of self-expression and cultural impact.

When Beyoncé revealed the Cowboy Carter track list, Levi’s Chief Marketing Officer Kenneth Mitchell spotted an unexpected opportunity: the song “Levii’s Jeans.” Within hours, Levi’s temporarily renamed all its social channels to “Levii’s”, paving the way for one of the brand’s most ambitious and culturally disruptive collaborations in recent years. Together with TBWA\Chiat\Day LA, the brand launched the “REIIMAGINE” campaign, a capsule collection, and a series of viral moments throughout Beyoncé’s Cowboy Carter tour, where she appeared in custom Levi’s pieces.

As Kenneth Mitchell told Fast Company, “At the heart of the ‘Reiimagine’ campaign is the fact that Levi’s has served as what we call this uniform of progress. That’s a key part of what we often talk about in terms of breaking and building the codes of culture.”

My role in this project was to illustrate and design the “Horsii” — a reinterpretation of Beyoncé’s iconic pose on top of her horse, paying tribute to the classic horses found on Levi’s heritage labels. The Horsii became the main visual icon of the campaign, featured prominently in global print executions and instantly recognized by fans.

After illustrating it, I had the idea to re-create it through traditional wood engraving, capturing the texture, imperfection, and tactile warmth of vintage Western wood types — a visual metaphor that bridges Levi’s timeless Americana spirit with Beyoncé’s bold redefinition of it.